ONE OF Wales’ most distinctive companies has celebrated a landmark anniversary.

The Welsh Whisky Company started distilling at Penderyn on September 14, 2000, although its products were not launched onto the market until 2004.

Welsh Whisky is marking the anniversary with the release of single cask of 2000 vintage whisky, selected by master distiller Dr John Swan and matured solely in a bourbon cask. The usual style for Penderyn whisky is to be matured in bourbon casks and then finished off in Madeira, sherry or peated casks.

Managing director Stephen Davies said its 10th anniversary year had been Penderyn’s best to date.

“When we first launched the brand in 2004 we sold around 50,000 bottles that year. In the last 12 months we’ve sold 120,000 bottles,” he said.

“In the last few months we’ve been really working on the export and travel retail business.”

The company has had a recent success with British Airways, which is selling Penderyn on some of its flights from this month.

Three quarters of Penderyn sales are through supermarkets and off licence chains in the UK. Export and travel retail sales make up the next largest sector, with pub and restaurant sales coming third.

“France is a very strong export market for us, providing a model for us to export to other countries along the same lines.” said Mr Davies.

The company has also developed other brands beside Penderyn whisky – Brecon Gin, Five Vodka and Merlyn Cream Liqueur. It is selling around 30,000-40,000 bottles each of the gin and cream liqueur, less of the vodka.

“We’re exporting a lot of gin to Spain, and also doing very well in UK multiples,” said Mr Davies.

Welsh Whisky expects to turn over £3.3m this year and employs 25 staff, full and part-time. It plans to increase sales to 150,000 bottles within two years.

The distillery is now working 24 hours a day to build up whisky stocks for the future.

“In our business you have to think 5-10 years into the future because that’s how long it takes to make the product,” Mr Davies said.

It is continuing to diversify its product range, developing a Port wood matured version of the whisky to sit alongside the Madeira, sherry wood and peated versions.

What you won’t see on the supermarket shelf, though, is a 10 or 12-year-old version of Penderyn.

“There’s a market perception in some places that age equals quality, but that isn’t always true. You get some good old whiskies but some are mediocre,” said Mr Davies.

“Penderyn is always a young, energetic whisky. We’ve not ever wanted it to be seen as a particular age, we always stand on its quality and the profile of flavour.”

A mark of the respect in which the brand is held is the fact that the Scotch Malt Whisky Society has recently bought two casks to do a special bottling for its members.

Last year it was reported that Penderyn was the most popular of the four single malt whiskies sold in Wetherspoon pubs, outselling the classic Scottish brands Glenfiddich, The Glenlivet and Glenmorangie.

The company plans to grow sales across all its markets, said Mr Davies.

“We’re looking to consolidate and improve our position in UK multiples, and grow outside them in the UK, particularly in bars and restaurants,” he said.

“We’re also planning to make a real drive on exports, because although we export to quite a lot of countries it’s in quite small quantities.

“Part of the challenge is to have a more structured approach to export, travel retail and duty free markets.”

Welsh Whisky has 40 shareholders, including most of the employees. Chairman Nigel Short is the majority shareholder, and SA Brain –which provides the mash for the distillery from its brewery – also has a small shareholding.